Let’s talk about the most expensive 30 seconds in marketing—Super Bowl commercials. The ones that somehow make us believe that Ben Affleck, Matt Damon, and Tom Brady run a Dunkin’ side hustle or that one more can of Starry soda will turn your whole world into a Gen Z fever dream.

Super Bowl ads aren’t just entertainment—they’re psychological engineering. The brands that win aren’t just funny or flashy; they understand how to grab attention, create emotional imprints, and drive action.

And if you’re running a partner program, you need to be doing the exact same thing. Because your partners aren’t remembering the 50-slide enablement deck you sent last week. They’re remembering how you made them feel the last time they needed you.

Let me explain.

The Uncomfortable Truth About Attention

Super Bowl advertisers spend $7 million for 30 seconds of attention. Why? Because they know attention isn’t given—it’s earned. And once they have it, they make it stick.

But here’s the brutal reality:

• People forget 90% of what they see in an ad within days.

• They remember almost nothing about the product itself—but they never forget how it made them feel.

Now, think about your last partner communication.

Did it make them feel something? Or was it just another update in their inbox, buried under a hundred others?

Because if your message doesn’t hook them, hit them emotionally, and stick in their memory—it’s already forgotten.

And that’s not just a marketing lesson. That’s the hidden force shaping all partnerships.

The Neuroscience of "Did You See That?" Moments

1. The Attention-Memory Loop: Why Timing Is Everything

Neuroscientists at Princeton have found that attention and memory are deeply interconnected—what we focus on most is what we remember. This explains why some Super Bowl ads stick in our brains for years while others fade instantly.

Super Bowl advertisers exploit this by spending millions on time slots when attention is guaranteed. You don't need their budget, but you do need their timing strategy.

Your Power Moves:

• Stop: Drowning partners in "regular updates" (they're not reading them anyway)

• Start: Timing major announcements when their attention is naturally peaked

Examples: Start of their fiscal year, right after their big customer wins, or right when they're planning next quarter's budget allocations (nothing captures attention like the moment someone's deciding where to invest their resources).

2. The Peak-End Rule: The Science of Memorable Moments

Nobel laureate Daniel Kahneman (yes, we're name-dropping - because science) proved that we don't remember experiences continuously. We remember peaks and endings. It's why that one amazing dessert makes you forget about the mediocre appetizer (and why your partners probably can't remember your last three program updates).

Your Partner Play:

Engineer specific peak moments in your partner journey (and yes, sometimes that means holding back good news until you can deliver it with impact)

• Design deliberate "endings" for every partner milestone (ending on "let's circle back" is like ending a Super Bowl ad with "anyway...")

• Create moments worth talking about (if your partners aren't telling their boss about you, you're doing it wrong)

3. The Social Synchronization Effect: Making Memory Stick

Psychological studies have shown that shared experiences create stronger memory imprints than solo ones. It's why watching a Super Bowl ad alone on YouTube feels flat compared to experiencing it during the game. Our brains are literally wired to remember what we experience together.

Your Strategic Moves:

• Turn partner wins into community moments (because success loves company)

• Create collective challenges that partners tackle together (shared pain creates shared gain)

• Build visible momentum that everyone can see (FOMO isn't just for teenagers)

The "$7M Commercial" Framework for Partner Engagement

Want your partner communications to hit like a Super Bowl ad without the Super Bowl budget? Here's your playbook:

1. The 5-Second Hook (Because That's All You've Got)

• Bad: "Quick program update..."

• Better: "Your biggest competitor just lost their best customer. Here's your play."

2. The 15-Second Story (Make It Count)

• Bad: Features and requirements (save those for the documentation no one reads)

• Better: A story that makes them feel something (preferably victory, but fear works too)

3. The 10-Second Close (Leave a Mark)

• Bad: "Let us know if you have questions" (they won't)

• Better: One clear action that promises immediate impact (because waiting is for losers)

AI Learning Lab: The Super Bowl Impact Analyzer

Ready to see if your partner communications hit like a $7M commercial or a 3am infomercial? Here's your reality check:

Create an analysis of my partner communication that scores:

Create an analysis of my partner communication that scores:

1. Attention Grade
• Opening hook strength (does it stop thumbs mid-scroll?)
• Pattern interruption (does it break their autopilot?)
• Attention maintenance (do they stay for the whole show?)

2. Emotional Investment Score
• Story elements (what makes them care?)
• Personal relevance (does it hit home?)
• Stakes clarity (what do they gain or lose?)

3. Action Clarity Rating
• Next step clarity (can they act immediately?)
• Motivation triggers (why should they move now?)
• FOMO factors (what do they miss by waiting?)

Give each factor a 1-10 rating and provide specific improvement tactics.

Super Bowl advertisers don't just compete for attention – they compete for memory. In partnerships, that's not a game. It's survival.

And while you're working on your next partner communication, remember this: nobody ever changed their snack preference because of a PowerPoint presentation.

Until next time,

P.S. Take 15 minutes to watch last weekend's top-rated Super Bowl commercials. Study how they hook, hold, and drive action in 30 seconds flat. It's a $7M masterclass in engagement - and your partner communications deserve that same strategic attention.